Campaign Analyses

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Campaign Analyses

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Campaigns are typically analyzed using the campaign tree, which organizes all marketing activities in a clear, structured format. Only campaigns that users have clicked on are displayed in this analysis.

Some examples include custom metrics/formulas, which must be created using the formula editor. These metrics are indicated with an asterisk (”*”).

1 Campaign Analyses for Shops

The following metrics allow a detailed evaluation of revenue and orders.

Analysis: Individual Analysis

Reading Example

Reading Example
Visitors	185 users accessed the website via the unpaid Bing search.
Visits per Visitor	On average, 1.03 visits were made by users who came to the website via unpaid Bing searches.
Qty Orders	9 orders were matched with the unpaid Bing search according to the attribution model.
Order Value Avg	On average, 107.51 € were generated per order by users who visited the website via the unpaid Bing search.
Conversion Rate %	4.28 % of all users who visited the website via the unpaid Bing search made a purchase.

All E-Commerce metrics (in the example Conversion Rate %, Qty Orders, Order Value Avg) are calculated based on the default attribution.

A) How did access to campaign channels change compared to time periods?

Analysis: Marketing > Campaign Categories > [Name of the campaign channel] > Comparison

Reading Example

Reading Example
Visitors – Previous Month	905 visitors used the channel Affiliate in the last month.
Visitors – Previous Month / Cal. month before previous month	In the last month, 44.31% fewer visitors used the channel Affiliate than in the month before.
Conversion rate % – Previous month	11.60% of all visitors ordered in the last month.
Conversion rate % – Previous month / Cal. Month before previous month	In the last month, the conversion rate was 7.75% lower than in the month before.

B) Via which campaign channels do my most lucrative customers access the website?

Analysis: Individual Analysis

Reading Example

Reading Example
Visitors	199,314 users from the group of Big Spenders came via the SEA channel.
Campaign Clicks	They generated 265,858 campaign clicks.
Qty Orders	8,859 orders were matched according to the attribution model.
Conversion Value	The orders had a value of 509,376.12 €.

The segment "Big Spenders" is based on the RFM model, which has to be configured individually.

C) What is the performance of Google Ads campaigns?

Analysis: Individual Analysis

Reading Example

Reading Example
Visits	In 3.489 visits the website was accessed via the ad "MyShop offers", which belongs to the Google Ad Group "MyShop Brand" of the Google Ads campaign "_en \| Brand \| MyShop".
Conversion Rate %	1,72 % of all users who accessed the website via the ad also made a purchase.
Order Value	These purchases had a total order value of 2,223.00 €.
Campaign CPO	The costs per order (CPO) were 5.23 €. This is based on the costs imported via the Google Ads API.
Campaign Cost Sales Relation %	The campaign costs for this ad amount to 7.11 % of the revenue generated. This is based on the costs imported via the Google Ads API.
Share of New Customer Orders %*	25.36 % of the orders generated by the ad were placed by new customers.

D) Which campaign channels led to a purchase in which product category?

Analysis: Individual Analysis

Reading Example

Reading Example
Qty Purchased Products	45 products from the main category "Men" were purchased via the channel "SEO" on 2016-07-16.
Value Purchased Products	2,800.00 € product revenue was generated in the main category "Men" via the channel "SEO" on 2016-07-16.

E) Which products were viewed via SEA campaigns, added to the shopping cart, and purchased?

Analysis: E-Commerce > Products

Reading Example

Reading Example
Qty Product Views	The product "66458_Toaster" was viewed 6,561 times when the visitors accessed the website via the channel "SEA".
Add to Shopping Cart Rate %	In 25,68 % of these product views, the product was also added to the shopping cart.
Product Conversion Rate %	14,04 % of these product views led to the purchase of the product.
Qty Purchased Products	The product was purchased 921 times.
Value Purchased Products	The purchased products had a total value of 33,156.00 €.

F) For which order numbers was the campaign channel SEA responsible?

Analysis: Individual Analysis

Reading Example

Reading Example
The Order ID "186974570" was placed on 2016-11-20 at 08:51:19 and had an Order Value of 304.00 €. The visitor accessed the website via the channel "SEA".

G) What is the performance of newsletter campaigns?

Analysis: Individual Analysis

Reading Example

Reading Example
Visits	The newsletter campaign "mc=newsletter.cw41.men.v1" led to 17,845 orders on the website.
Campaign Clicks per Visit*	The campaign link was accessed 1.41 times per visit on average.
CTR Website Access to Recipients %*	17.01 % of the newsletter‘s recipients accessed the website.
Conversion Rate %	3.03 % of the users who accessed the website via the newsletter also made a purchase.
Orders with Advertised Product Rate %*	53.88 % of the orders of visitors who accessed the website via the newsletter also included the product advertised in the newsletter.
Bounce Rate %	In 75.41 % of the visits generated by the newsletter, only one single page was accessed.
Unsubscription Rate %*	6.93 % of the newsletter‘s recipients unsubscribed from future newsletter reception.

H) What does the order process of SEA users look like?

Analysis: Navigation > Processes

Please note that the scope "Visits" was used in the filtering.

I) What long-term revenue was generated with newly won customers per campaign channel?

Analysis: Marketing > Campaign Categories > [Name of the Campaign Channel]

Reading Example

Reading Example
User - Campaign New Visitor CLV	158,417.50 € of total order value was generated by new customers via the channel "SEO" until today.
Conversion Value	486,307.50 € of order value was matched with the channel "SEO" based on the attribution model.

2 Campaign Analyses for Content Sites

Content sites frequently use the following metrics.

Analysis: Individual Analysis

Reading Example

Reading Example
Visits	2,065 visits were made via the unpaid Bing search.
New Registrations %*	5.91 % of all users who accessed the website via the unpaid Bing search also made a registration.
Newsletter Registrations %*	12.21 % of all users who accessed the website via the unpaid Bing search also registered for the newsletter.
New Visit Rate %*	36.14 % of all visits were made by new visitors.

All metrics referring to website goals (in the example, this would be New Registrations % and Newsletter Registrations %) are calculated according to the default attribution.

A) How did access to campaign channels change compared to time periods?

Analysis: Marketing > Campaign Categories > [Name of the campaign channel] > Comparison

Reading Example

Reading Example
Visitors – Last Week	5.865 Visitors used the channel SEO in the last week.
Visitors – Last Week / Cal. week 2 weeks ago	In the last week, 61,35 % more visitors used the channel SEO than in the week before.
Visit Duration Avg – Last Week	On average, a visit lasted 58 seconds in the last week.
Visit Duration Avg – Last Week / Cal. week 2 weeks ago	In the last week, the visit duration was 18,23% lower than in the week before.

B) Via which campaign channels do frequent visitors visit the website?

Analysis: Individual Analysis

Reading Example

Reading Example
Visitors	199,314 visitors from the group "Frequent Users" came via the SEA channel.
Campaign Clicks	They generated 265,858 campaign clicks.

The segment "Frequent Users" is based on the RFE model, which has to be configured individually.

C) What is the performance of Google Ads campaigns?

Analysis: Individual Analysis

Reading Example

Reading Example
Visits	In 1,215 visits, the website was accessed via the ad "MySite tips", which belongs to the Google Ad Group "MySite" of the Google Ads campaign "_en \| Brand \| MySite"”
Newsletter Registrations %*	9.55 % of the users who accessed the website via this ad also signed up for the newsletter.
New Registrations %*	7.19 % of the users that accessed the website via this ad, did also sign up for an account on the website.
Visits Heavy Users %*	4.01 % of the visits generated by the ad were made by particularly active users.

D) What is the performance of the newsletter campaigns?

Analysis: Individual Analysis

Reading Example

Reading Example
Visits	The newsletter campaign "mc=newsletter.cw41.events.v1" led to 68,412 visits to the website.
Campaign Clicks per Visit*	The campaign link was accessed 1.82 times per visit on average.
CTR Website Access to Recipients %*	16.28 % of all newsletter recipients also accessed the website.
Reactivation of inactive User %*	17.63 % of all users who accessed the website via the newsletter were not active on the website recently.
Event registration %*	4.72 % of all users who accessed the website via the newsletter also signed up for an event.
Bounce Rate %	In 79.13 % of all visits generated by the newsletter, only one single page was accessed.
Unsubscription rate %*	7.78 % of the newsletter recipients unsubscribed from further newsletter reception.

E) What does the registration process of SEA users look like?

Analysis: Navigation > Processes

Please note that the scope "Visits" was used in the filtering.

3 Campaign Type

Every page, that is accessed after a campaign, is matched with the respective campaign.

By using the campaign type, it is possible to differentiate between:

Clicks: When the data source of the campaign (e.g., media code) is tracked.
Engagement: All page accesses between campaign click and conversion.
Conversion: A website goal is reached, and the campaign complies with the default attribution.

Optional:

Viewed: Only available when campaign views are imported.
Offline: Only available when offline orders are tracked via a separate offline pixel.

The campaign type is only available for campaigns that are acknowledged in an attribution model. The chosen default attribution solely affects the campaign, which is matched with the campaign type "Conversion".